Lagg Whisky
Embrace the contrast ⚫⚪⚫⚪⚫⚪⚫⚪⚫⚪
The Hook
A stunning, purpose-built distillery on the southern tip of the Isle of Arran, Lagg opened its doors to the world in 2019. The brand got off to an incredible start, bottling its first single malts in 2022 and beginning to establish itself on the global stage.
At StudioLR we worked with the team at Isle of Arran Distillers came to the brand up for long-term success, carving out a razor-sharp brand strategy – with a clearly defined audience, tone of voice, and brand story.
So what’s the brand all about? In a word – contrast.
It’s a brand new distillery, steeped in history. An innovative mindset and a traditional approach. The carefree spirit of a newcomer, and the meticulous mind of a scientist. A heavily peated whisky that’s somehow soft and smooth. You can taste the surprise in every sip.
Lagg is made for openminded drinkers looking to be part of something that hasn’t happened yet. It’s a new way to see whisky. A confident brand that embraces all of life’s clashes and contrasts, and isn’t afraid to stand out.
The Line
We then set about creating a striking campaign to hero this new strategy, which I took the lead on. Including taking the photography, art directing, co-editing the film, sourcing props and talent, and juggling multiple responsibilities while on shoot.
Across film, digital, in-store, outdoor and experiential executions. We chose to use bold black and white photography, with pings of green and amber, chosen because of the colour of their main skus Kilmory & Corriecravie. This, combined with unusual use of perspectives and complex transitions in edit helped to echo the theme of contrast and the campaign line – A new way to see whisky.
The film is also underpinned by a bespoke piece of music – made entirely from real sounds of the distillery.
The Sinker
From here we developed a full suite of toolkits, templates, and guidelines.
The film was shot by the magnificent Studio Mustard, custom music composed and produced by the sharp talents of Spike Turner, and voiceover by the incredible Ellen Renton.
